NFL
Inside These Lines

  • Broadcast

The Challenge

In 2016, the the nation felt more divided than ever. At Super Bowl LI, the NFL wanted to make a statement that generated unity, facilitated dialogue, and brought to life the core values of the game – mutual respect, teamwork, and unity.

The Idea

Play

On the game’s biggest stage, Translation premiered "Inside These Lines" – an uplifting and unifying narrative that showcased how we succeed when we work together. Despite our differences, the values of the game can transcend the gridiron.

The Work

The film captures influential football moments of players and fans overcoming differences and banding together – illustrating the power of football to bring people together. We reminded viewers that we are at our strongest when we stand united.
  • Play
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  • The work was well received and had a major impact both on and off the field. We sparked a conversation and even served as inspiration for a 5th grade teacher's lesson plan.

  • The work was well received and had a major impact both on and off the field. We sparked a conversation and even served as inspiration for a 5th grade teacher's lesson plan.

The Impact

110 Million

Viewers watched our powerful film on Super Bowl Sunday

25+

Media outlets featured our commercial, including the New York Times, Forbes, and AdAge

7th

Place rank on USA Today's Super Bowl Ad Meter

more
work

NBA —
From Hype to Heart

NBA —
From Hype to Heart

The NBA is one of the most popular sports leagues in the world, but the league was trying to find a way to deepen the connection that fans want to feel – to both their favorite team and the game itself. That's where Translation came in.

Beats by Dre —
The Shop

Beats by Dre —
The Shop

We helped Beats steal the spotlight by creating “The Shop” – an online series that featured hot takes and uncensored debates between some of today's greatest players and performers.

State Farm —
Chris and Cliff

State Farm —
Chris and Cliff

With the birth of NBA superstar Chris Paul’s alter ego and twin brother Cliff Paul, we transformed the cultural narrative around insurance and the value of an assist.

HBO —
The Defiant Ones

HBO —
The Defiant Ones

HBO tapped Translation to lead the launch of one of their most anticipated documentary films. Through our innovative, integrated approach, we delivered the largest documentary audience in the history of the network.

Apple Music —
Chapters

Apple Music —
Chapters

Translation told a story of how Apple Music makes streaming music more human. And in doing so, we sparked a cultural shift in the way Black women are portrayed in advertising. The response was electric.

Brooklyn Nets —
Hello Brooklyn

Brooklyn Nets —
Hello Brooklyn

Translation tapped into Brooklyn pride to introduce the borough to its new hometown basketball team.

NFL —
For the Future of Football

NFL —
For the Future of Football

To attract a new generation of players and fans, Translation brought to life the social benefits of football, and challenged kids to discover what they can learn from the game, and about themselves.

Get in
touch
212.299.5505

New York
145 West 45th Street
12th Floor
New York, NY 10036

San Francisco
2360 3rd Street
San Francisco, CA 91407